EE has cut the entry-level 4G package offering a 500MB data allowance (and unlimited UK calls and texts) on a 24-month plan, from £36 per month down to £31.

These customers can also choose from new 4G handsets for a one-off fee of £29.99, including the HTC One SV LTE or Nokia Lumia 820.

But at the other end of the scale, EE has created a plan for the estimated 1% of 4G consumers in UK who want to use more than the 8GB of mobile data on EE's previous top-end plan.

These 'super-users' can now sign up for a new tariff offering a 20GB data allowance, EE's biggest ever plan.

The offer rolls out across EE retail channels from today on a 12 month SIM-only deal, available at a special rate of £46 per month for the full length of the plan if consumers sign-up between now and February 28.

The bundle comes with unlimited UK calls and texts and is also available with the very latest 4G handsets for £61 per month on a 24-month plan for customers who sign up by February 28 (or £76 per month after).

A SIM-only 12-month 8GB 4G plan is also now available for £41 per month.

"It's our aim to offer consumers the most comprehensive range of 4GEE price plans," said Pippa Dunn, the chief marketing officer at EE

"With these new options we're looking to not only make 4G smartphones even more accessible, but offer even greater value for the small number of super-users out there - ensuring EE really does offer a package that's tailored for all customers 4G needs."